Skip navigation

Contractor Resources & Updates about COVID-19 Read More


Schaal Heating and Cooling: Case Study

Strong organic visibility helps drive highly qualified traffic to the website, resulting in greater user engagement and lead generation.

13.9 percent increase in organic leads*
24.8 percent increase in organic traffic**
93 percent first page visibility for HVAC terms

*Comparing Organic Website Performance from Jan 1 2016 - Dec 31 2016 to Jan 1 2017 - Dec 31 2017
**Looking at Organic Keyword Visibility for AC / Heating + Des Moines tracked phrases on March 7, 2018

Schaal Heating and Cooling is an HVAC and plumbing company that has been serving the Des Moines, IA area for decades. Their staff boast over 70 cumulative years of experience in the field, and they offer eight different guarantees on their services. They contracted with us in 2015 with the goal of increasing the impact of their online presence for generating leads.

Responsive Site Pics
Their responsive site works on any device.

The Challenges

Schaal had plenty of good word-of-mouth reputation to trade on prior to contacting with us. However, their online presence left a lot to be desired. They were having quite a bit of trouble drawing visitors to their site through organic search, and even more trouble converting those visitors into qualified leads. Their site was not set up to make maximum use of SEO best practices, which was the root of the problem.


  • Increase online visibility through climbing Google SERPS
  • Boost conversion rate on the site itself by incorporating proper SEO

Our Solutions

SEO-Focused Content

Schaal needed high-quality SEO content to make their site more visible to their core customer demographic. We worked with them throughout the site design, content writing, and launch process to find the perfect balance of SEO and sales techniques to bring in more qualified leads. This effort was highly successful, culminating in a 24.8% in organic traffic and a 13.9% increase in organic leads over the course of the first year.

Graphs on tablet
Hands typing

Bi-Weekly Blogging for Increased Visibility

Keeping a site “alive” by Google’s standards is a very important part of staying top-of-page on their search results. Once we successfully pushed Schaal onto the first page for their targeted keywords, we managed to keep them there by leveraging bi-weekly blogging to keep interest high. This contributes to organic traffic and conversions, as well as prevents the site from slipping down in the search rankings.

Contact Us Today to Get a Free Digital Marketing Evaluation